With low fares, discount hotel rates and a weaker pound, VisitBritain’s Chairman believes there has never been a more affordable time for Aussies and Kiwis to travel to Britain.

In an interview with e-Travel Blackboard on Monday at this year’s Destination Britain & Ireland, VisitBritain Chairman CBE Christopher Rodrigues emphasised the value Britain offered.

“When you put those three together [lower fares, hotel rates, weaker pound] it costs you 40-50 percent less for a trip to Britain this time this year than it was this time last year”

“It’s three cherries coming up on the slot machine.”

This year is the 6th Destination Britain and the first time Tourism Ireland has joined the event, subsequently, renaming it Destination Britain & Ireland.

For Rodrigues, the goal is simple - “More heads in British beds…more bottoms in planes going to Britain and Ireland”, which in turn will increase volume, market share and improve margins.

Britain currently welcomes each year an estimated 1 million Australian arrivals and 250,000 New Zealand arrivals. Arrivals from North America, including Canada, make up an estimated 4 million arrivals each year.

It is these three long-haul markets which are the most valuable to Britain, says Rodrigues.

Whilst France, Germany, Holland and Spain are Britain’s biggest markets, visitors from those countries stay for shorter periods and spend less.

The average Australian visitor stays 14 nights and spends £750 and the average NZ visitor stays 19 nights and spends £816.

Rodrigues also noted that emerging from the Australian market are young travellers, many of which have never travelled before.

“There has been a 90,000 increase in the number of [Australian] passports issued - these are first-time travellers…this is a market which grows rapidly when the price is right…and right now…is the best value.”

On top of affordability, Rodrigues believes Australian’s are enticed to visit Britain for its sporting events, dynamic culture, night life, free public museums, music and historical connections.

He adds that Britain will capitalise on the 2012 Olympic Games to promote regions outside of London where there will be great deals and less crowds.